A recent Gartner survey paints a grim picture for demand generation teams: Only a fraction of marketing-qualified leads (MQLs) ultimately close as won deals. Many potential customers expressing purchase intent fail to act, becoming forgotten souls in the abyss of missed opportunities.
Why? It’s impossible for Business Development Representatives (BDRs) to work every lead. They’re forced to prioritize high-value prospects, leaving others to languish. Hiring more staff isn’t always financially viable.
Enter AI-powered tools. AI email assistants work tirelessly in the background, managing and nurturing leads until human intervention is crucial.
Let’s explore how AI can rouse these forgotten spirits into active, engaged prospects.
Conjuring Conversations: The AI Email Spell Book
Conversational Email (CE) from 6sense offers a dynamic solution to instantly re-engage these dormant accounts. We call these “awaken the dead” campaigns, where a series of nurture emails are continuously sent to the contacts to revive lost or cold opportunities.
Here’s how CE helps you turn the mundane into the magical and breathe new life into these overlooked prospects.
Instant Re-engagement with Personalized Communication
Conversational Email’s robust personalization capabilities tailor communications specifically to the recipient’s interests and stage in the buying journey. Powered by 6sense intent data, every message is not only relevant but also timely, aligning perfectly with the recipient’s current needs and interests. This data-driven approach significantly enhances the resonance of the messaging, increasing the likelihood of eliciting a response.
Automated Follow-ups for Persistent Engagement
Beyond initial contact, CE automates the follow-up process. Insights into recipient engagement levels enable the system to intelligently send additional messages to maintain contact. This persistent yet respectful communication keeps your brand top of mind without overwhelming potential customers, thereby nurturing a gradual re-engagement and progression through the sales funnel.
Seamless Integration and Real-Time Enrollment
6sense’s CE integrates seamlessly with major Customer Relationship Management (CRM) systems. This integration supports real-time enrollment of leads and opportunities as they meet specific engagement criteria, so every interaction is informed by the latest account data.
Handling Responses and Booking Meetings
CE doesn’t just send emails — it also manages replies. With the support of 6sense’s data, the email assistant allows sales teams to focus on closing deals by:
- Handling incoming responses effectively based on the recipient’s intent and engagement level.
- Engaging in two-way communication that is informed by up-to-date intent data.
- Scheduling meetings more strategically, aligning with the prospect’s readiness and interest levels.
Tracking Success with Advanced Analytics
Evaluate the effectiveness of your campaigns through CE’s robust analytics. Gain clear insights into time saved and ROI from your re-engagement campaign to understand and optimize your demand generation strategies. This allows for a deeper understanding of campaign performance and audience engagement, driving better decision-making and refinement.
Tales from the Crypt: Reltio’s Resurrection
The business development team at Reltio, a data management platform, faced an all-too-familiar challenge: boost productivity with no additional resources. They turned to Conversational Email to revitalize their “aged leads” — webinar participants, event attendees, and others who showed interest but remained in the early stages of the buying process.
The results were impressive. Without expanding their BDR team, Reltio significantly expanded their reach, engaging in over 6,000 AI-driven conversations and achieving a remarkable 63% increase in overall pipeline production. Crucially, using CE freed up BDRs to focus on higher-value activities.
Get the full story from Michael Brown, Reltio’s Head of Global Business Development, here.
Conclusion
In the realm of demand generation, AI-powered email assistants have emerged as modern-day necromancers, breathing new life into dormant leads. With tools like Conversational Email as your arcane ally, the graveyard of forgotten leads becomes fertile ground for opportunity, growth, and unprecedented success.
